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NYCares Partners with Before the Label to Use Fashion Tech to Increase Coat Donations

New York, NY, January 19, 2014 --( New York Cares has partnered with New York based fashion tech startup Before the Label to get coat donations via the web through fashion crowdfunding. The New York Cares coat drive fashion crowdfunding campaign on Before the Label runs through January 30, 2014. Link to the New York Cares Coat Drive Campaign: Coats can be pledged for $35, $65, or $68.

Before the Label came up with a simple concept for the drive: back a coat on the New York Cares campaign and if the goal is reached, all the coats will be donated directly to New York Cares. “We got one of our designers to reduce the cost of the coat to 50% below retail, to make it easier for individuals to donate. It’s a brutal winter, and no one should go without some warmth,” says Before the Label CEO, Benish Shah.

The campaign is simple: you go to the site, back a coat of your choice on the New York Cares campaign, and if at least 50 coats are backed the campaign succeeds and coats are donated to New York Cares. The campaign runs through January 30, 2014. As of this release, 47 more coats are needed for the campaign to be successful. Donors don’t have to find a drop-off location or schedule a pick up. It can be done with any internet-connected device.

Before the Label is a fashion crowdfunding site that allows designers to crowdfund their collection item by item. Their social arm helps non profits benefit from the fashion world by raising funds and awareness through fashion. “We believe that socially conscious fashion is important. Our platform is about supporting products that help the local economy. By backing a designer you help sustain a business and you get a product that is locally designed a produced, and by backing a fashion-for-a-cause campaign, you are taking it a step further,” says Uzma Kaleem, COO of Before the Label.

For interviews with Benish Shah or Uzma Kaleem us at

Link to the New York Cares Coat Drive Campaign:
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Before the Label
Benish Shah

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